For decades, a medical institute in the Mountain West was a leading source of medical expert testimony. Attorneys, carriers, and referring physicians drove its caseload through reputation. By the end of last year, the phone was ringing less.
Nothing inside the practice had changed. The same medical director, the same standards, the same network. What had changed was the front door. A paralegal who used to type a query into Google and scan a list of blue links was now asking ChatGPT for the leading medical expert witness in the Mountain West, and the agent was answering with other names.
The institute did not have a marketing problem. It had a discovery problem. Its authority was real, but the agents fielding research for attorneys, carriers, and physicians could not see it. Point11’s job was to make the institute legible to a new kind of reader.
Point11 did a fantastic job. They created our website and internal operating system in less than a month. Everything worked as promised. Our practice has a long history of success and a good reputation, but we suffered from poor support and low visibility. Our practice saw a 215% increase in referrals after implementing the new site.
We rebuilt the public site so an agent answering “who is the leading medical expert witness for personal injury defense in the Mountain West?” could cite the institute by name. We also consolidated intake, scheduling, and case management into a single internal operating system. Both systems shipped together, so a referral surfaced by an agent landed in a practice ready to take the case.